세계화와 세방화 구현 - 수렴성과 다양성의 선택 - = Application of Globalization and Glocalization: Choice of Convergence and Diversity

다국어 초록 (Multilingual Abstract)

Glocalization is a hybrid combination strategy of globalization along with localization. However, its definition is ambiguous. It results from the vagueness of the word "globalization".
This article categorizes the positions on the globalization. It applies the view of moderates to analyze the impacts of the globalization. With the focus on the Internationalization, Liberalization and Universalization of the globalization, it lays down the definition of the globalization.
Through this study, the glocalization is considered as the adaptation of globalized merchandise and concept to the local environment. Mc Donald's and Nokia are these examples.
This article examines if the tendency from globalization to glocalization exists and it notes that the multinational corporations choose the strategy of globalization or the strategy of glocalization as occasion calls. It noted also that the glocalization is not easily distinguished from the existing term of localization and that almost of global merchandises and concepts are adapted to the local environment by passage of time. Therefore, the glocalization is not a new concept.

국문 초록 (Abstract)

세방화는 세계화와 지역화의 합성어이다. 그러나 그 개념은 명확하게 정의되어 있지 못하다. 이는 세방화의 한 부분인 세계화의 개념이 모호하게 정립되어있기 때문이다.
본고에서는 세계화에 대한 다양한 입장에 관한 정리 작업을 하면서, 세계화의 중요성에 대한 온건주의적인 입장을 견지한다. 세계화의 다양한 측면 중에서는 국제화, 자유화, 보편화의 측면에 주목하여 본고에서 사용할 세계화의 개념을 정립한다.
이를 통해 세방화를 세계화된 상품 및 개념의 지역적 구현이라고 인식을 하고 이에 대한 사례로 맥도날드와 노키아의 예를 제시한다.
또한 세계화에서 세방화로의 경향성이 존재하는가를 검토하면서 ‘세계화’와 ‘세방화’ 전략은 기업에 의해 필요시에 선택적으로 사용되었음을 파악한다. 또한 세방화가 기존의 현지화라는 개념과 크게 구분이 되지 않는 것, 또한 기존의 상품과 개념이 이미 오랜 세월에 걸쳐 현지에 적응된 형태로 사용되었음을 인식하여, 세방화 현상이 새로운 것이 아니라는 것을 제시한다.

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